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~ Center for Interdisciplinary Studies ~ and ~ Institut De La Communication ~ Center for Interdisciplinary Studies ~ and ~ Institut de la Communication ~ UNESCO Chair in Cultural Policy and Management Master thesis: Cultural Diplomacy in Serbia – Comparative Analysis of Strategies and Practices of Different Ministries of Culture in Period 2001-2013 Student: Miloš Ćirić, E12/12 Supervisor: Prof. Milena Dragićević-Šešić, PhD Belgrade, September 2013. Table of Contents Abstract ..................................................................................................................................... 3 Le résumé .................................................................................................................................. 5 I Introduction ........................................................................................................................ 10 II Theory, Methodology and Hypotheses............................................................................. 14 2.1. Goals and objectives of research ...................................................................................... 18 2.2. Research and conceptual framework ................................................................................ 19 2.3. Main and supporting hypotheses ...................................................................................... 21 III Cultural Diplomacy in Theory and Practice.................................................................. 22 3.1. Conceptual considerations on cultural diplomacy ........................................................... 22 3.2. Relation between public and cultural diplomacy.............................................................. 27 3.3. How and why cultural diplomacy is maneuvered? ........................................................... 29 3.4. Audience, message and tools of cultural diplomacy ......................................................... 31 3.5. Examples of Good Practices – Sweden, UK, France, Canada ........................................ 34 IV Short Historical Overview of Cultural Policy in Serbia ............................................... 39 4.1. Cultural policy as reflection of Serbian national identity in the 20th century ................. 42 4.2. Between two World Wars .................................................................................................. 43 4.3. Tito’s Yugoslavia .............................................................................................................. 44 4.4. The eighties ....................................................................................................................... 49 4.5. The nineties ....................................................................................................................... 51 V Analysis of Strategies and Practices of Ministry of Culture in Serbia regarding Cultural Diplomacy, 2001-2013 ............................................................................................ 56 5.1. Introduction and Important Annotations ....................................................................... 57 5.2. Period 2001-2004. ............................................................................................................ 60 5.2.1. The Guerrilla Approach – Interview with former Minister of Culture Mr. Branislav Lečić ................................................................................................................. 65 5.2.2. Conclusion .............................................................................................................. 70 1 | Cultural Diplomacy in Serbia – Comparative Analysis of Strategies and Practices of Different Ministries of Culture in Period 2001-2013 5.3. Period 2004-2007. ............................................................................................................ 72 5.3.1. Knight Strojimir’s Ring – Interview with former Minister of Culture Mr. Dragan Kojadinović ...................................................................................................................... 75 5.3.2. Conclusion .............................................................................................................. 80 5.4. Period 2007-2008. ............................................................................................................ 82 5.4.1. Every Citizen is a Cultural Diplomat – Interview with former Minister of Culture Mr. Vojislav Brajović ....................................................................................................... 86 5.4.2. Conclusion .............................................................................................................. 90 5.5. Period 2008-2011. ............................................................................................................ 92 5.5.1. Serbia in the World – Interview with Mr. Zoran Hamović, former special advisor of former Minister of Culture Mr. Nebojša Bradić .......................................................... 95 5.5.2. Conclusion ............................................................................................................ 100 5.6. Period 2011-2012.. ......................................................................................................... 102 5.6.1. Go back to the beginning and start again – Interview with Mr. Predrag Marković, former Minister of Culture ............................................................................................. 105 5.6.2. Conclusion ............................................................................................................ 109 VI Conclusions and final considerations ............................................................................. 111 6.1. Main conclusions ..................................................................................................... 113 6.2. Possible topics for further research ......................................................................... 119 6.3. Recommendations and Final remarks ..................................................................... 120 VII Bibliography ................................................................................................................... 124 VIII Annexes ......................................................................................................................... 129 Annex I – Official answer from the Ministry of Culture ................................................ 129 Annex II – List of interviewees and contacts ................................................................. 131 Annex III – Press Clipping ............................................................................................. 132 IX Author’s biography .......................................................................................................... 148 2 | Cultural Diplomacy in Serbia – Comparative Analysis of Strategies and Practices of Different Ministries of Culture in Period 2001-2013 Abstract Cultural diplomacy in 21st century has completely new and innovative role in international politics in comparison with some earlier periods in history. Often considered as tool for promotion and influence of one’s country in the world, the notion of cultural diplomacy in Serbia is an important issue which seems not to cause much debates or systematic actions in governmental bodies that should be responsible for conducting it. Ministry of Culture in this sense has responsibility for formulating and conducting (in cooperation with other governmental bodies) cultural diplomacy policy. This master thesis is based on the body of research of many authors who contributed to relevant researches in the field of cultural diplomacy and international cultural cooperation, e.g. J. Batora, R. Berenson, J. Grossberg, J. Gienow-Hecht, N. Snow, C. P. Schneider, J. Nye, etc. A significant source of information regarding strategies and policies of Serbian Ministry of Culture in terms of cultural diplomacy and international cultural cooperation is gathered through interviews with all Ministers of Culture from research period. Also, available official governmental and ministry reports will provide insight in instruments and measures used by the Ministry in the research period. This thesis will continue attempts that have already been undertaken in exploring the field of cultural diplomacy and try to provide further inputs for debate on importance of cultural diplomacy in Serbia. The research will be conducted on several levels with an interdisciplinary approach. The research methods used during research will be carried through in order to confirm or reject settled hypotheses1. What is the role of cultural diplomacy in modern Serbian state? Does it even exist in a systematic, think-through way? How the attitudes towards the role of cultural diplomacy changed during the past twelve years in Serbia, since democratic changes? How the state can improve its positioning in process of EU integrations by using tools of cultural diplomacy? Is it even necessary to create cultural diplomacy strategy in this sense? Is government aware of all possibilities that can be used in this process? What’s the plan of action in terms of cultural diplomacy? Is there any? 1 See page 21 3 | Cultural Diplomacy in Serbia – Comparative Analysis of Strategies and Practices of Different Ministries of Culture in Period 2001-2013 Following master thesis is trying to reveal and answer to above set questions in order to find out how Serbia’s attitudes are formulated around the concept of cultural diplomacy
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